Edgy hydration brand Liquid Death has redefined hydration with its uniquely branded canned water. Founded by Mike Cessario, the company’s slogan, "murder your thirst," captures its bold approach. Liquid Death packages its water in distinctive "tallboy" cans, catering to consumers looking for a sustainable, yet hardcore hydration option.
Innovatively engaging with its customer base, Liquid Death has introduced the 'Liquid Death Country Club,' a loyalty program where customers can earn 'skulls' for every purchase, share, or promotion of the product. Members can exchange these skulls for exclusive merchandise and other rewards. The process begins simply by registering an email address, after which the membership card can be added directly to one’s Apple or Google Wallet, enhancing accessibility and ease of use.
This marketing strategy not only promotes repeated engagement and customer loyalty but also solidifies Liquid Death’s position as a lifestyle brand beyond just a beverage company.
Water Digital Wallet Loyalty Cards
Liquid Death Has Introduced the Liquid Death Country Club
Trend Themes
1. Hydration Loyalty Program Innovation - Liquid Death's introduction of the 'Liquid Death Country Club' loyalty program disrupts traditional loyalty card programs by integrating digital elements and exclusive rewards tied to consumer engagement.
2. Sustainable Packaging Reinvention - By packaging water in distinctive 'tallboy' cans, Liquid Death offers a disruptive innovation opportunity to rebrand sustainable packaging choices as edgy and appealing to hardcore consumers.
3. Lifestyle Brand Loyalty Expansion - Through the 'Liquid Death Country Club,' Liquid Death is disrupting the beverage industry by transitioning into a lifestyle brand, thereby expanding customer loyalty beyond just product consumption.
Industry Implications
1. Beverage - The beverage industry can explore disruptive innovation opportunities by incorporating digital wallet loyalty programs like the 'Liquid Death Country Club' to drive customer engagement and loyalty.
2. Sustainable Packaging - In the sustainable packaging industry, there is a chance to innovate and appeal to a broader consumer base by emulating Liquid Death's edgy approach to packaging water in 'tallboy' cans.
3. Lifestyle Brand - For lifestyle brands, the expansion of loyalty programs similar to the 'Liquid Death Country Club' presents disruptive innovation opportunities to create deeper connections with consumers beyond product offerings.